Case Study on Unilever Company | Project Report

Report on Unilever
(Brand Selected: Dove Soap)
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Table of Contents
An introduction to the assignment.............................................................................................3
Background to the chosen organization.....................................................................................3
Organizational mission, vision, values, goals and objectives....................................................4
PESTLE Analysis.......................................................................................................................4
STP of the Chosen Brand...........................................................................................................5
Product and Brand Portfolios.....................................................................................................6
Pricing Strategy..........................................................................................................................6
Distribution Strategies................................................................................................................7
Promotional Mix........................................................................................................................8
Conclusion..................................................................................................................................8
References................................................................................................................................10
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An introduction to the assignment
This report will provide different aspects or elements that is used to increase consumer value
among the consumers. The organization that has been chosen for the report is Unilever.
Unilever is considered as one of the largest FMCG organization in the world that produces
products that has a variety of utilization. The brand in Unilever that has been chosen is Dove.
Dove is one of the well-known brands from Unilever. A brief description will be provided
against the organization and in addition, a PESTLE analysis will be done in order to
understand the growth opportunities in the market. Further, the STP, product and brand
portfolios, the pricing strategy will be discussed regarding the brand that has ben chosen. The
later portions of the report will dwell with information regarding the promotional and
distribution strategies. A conclusion provided in the report will help in understanding the
future strategies of the company and brand that will help to curb competition in the market.
Background to the chosen organization
The organization Unilever started its operation in the year of 1929. The company was the
result of the merger between Margarine Unie and Lever Brothers. In the present scenario, the
organization operates in more than 100 countries all over the world and has an annual
turnover of more than 50 billion pounds annually (About Unilever, 2020). In addition to this,
the organization has more than 400 brands in its portfolio and is considered one of the largest
FMCG products manufacturer in the world. The organization is known for its effective
products that are of value and usefulness in everyday life. With technical innovation and
immense man-power the organization has been able to curb competition in the market.
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Organizational mission, vision, values, goals and objectives
The mission, vision and goals of the organization, plays a crucial role in designing the
portfolio of the company and the ways that will be taken into consideration for the
achievement of the goals. The vision Unilever is to empower the people in the society by
making sustainable living commonplace. The values of the organization are to “achieve the
highest standards of corporate behaviour towards everyone we work with, the communities
we touch, and the environment on which we have an impact.” On the other hand, the
principles of the organization include working with integrity, working with others, positive
impact and continuous improvement, setting out aspirations and many more (Our values &
principles, 2020). The vision of the organization is to “to make sustainable living
commonplace. We believe this is the best long-term way for our business to grow”. Further
the mission is to “to add vitality to life. We meet every day needs for nutrition, hygiene and
personal care with brands that help people feel good, look good and get more out of life.”
PESTLE Analysis
An environmental analysis is important for organization like Unilever to draw out the
strategies that would be required to win competitive edge in the market. Analysing the
political condition of the world, it can be said that there is a lot of tension that is revolving
around the Corona Virus outbreak thus, the political relationships of UK and Australia and
further with the other countries would not be feasible. Further, a great recession is going to
hit the economy of every country, thus coming up with a new product is not feasible
(Chimhundu, 2018). When talking about the socio-cultural factors, the living standards have
increased among the people in UK and Australia. Thus, the acceptance of the products from
Unilever or Dove would not be hindered. Further, the legal compliances in the countries have
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